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Over the past two days, more than 8,000 Reddit communities have restricted user access, making it harder for people to view or contribute content to a particular community, while more are encouraging a boycott of the platform.
These actions are in protest of a new policy that will charge third-party apps for the use of Reddit’s previously free API.
And advertisers, who are paying to reach these eyeballs, have felt knock-on effects, leading to holding campaigns, redirected impressions, softer metrics and more scrutiny of the benefits of the platform.
“After the blackout, we will be closely monitoring user behavior on Reddit and guide clients when we can unpause,” said Freddy Dabaghi, managing director at Stagwell-backed Crispin Porter Bogusky, which has asked clients to stop campaigns, depending on their client goals.